Research Article
BibTex RIS Cite

Tüketici Bakış Açısından Stratejik Marka Kavramları ve Marka Mimarisi Stratejileri Arasındaki İlişki Üzerine Bir Alan Çalışması

Year 2021, Issue: 60, 775 - 798, 25.12.2021

Zübeyir Çelik

https://doi.org/10.18070/erciyesiibd.798043
Cited By: 1

Abstract

İlgili literatüre göre hem sayı hem de format olarak farklı marka mimarisi stratejileri vardır. Çeşitli özellikli ürünler için fonksiyonel, deneyimsel ve sembolik kavramlarla çeşitli marka mimarisi stratejilerini izlemek mümkündür. Bundan dolayı çalışmanın konusu ürün yelpazesindeki stratejik marka kavramlarına göre izlenen marka mimarisi stratejileridir. Bu çalışmanın amacı, ürünün fonksiyonelliğini, deneyimselliğini ve sembolizmini sunan öğelere göre ne tür marka mimarisi stratejilerinin izlendiğinin incelenmesidir. Anket yöntemi ile 247 katılımcıdan veri toplanmıştır. Araştırma hipotezlerini test etmek için tek yönlü ANOVA kullanılmıştır. Sonuç olarak, tüketici açısından bakıldığında, ürün yelpazesi çeşitli sembolik ve deneyimsel stratejik marka kavramlarının bir kombinasyonunu içerdiği durumda, ürün ve hedef gruba özgü marka mimarisi stratejisinin izlendiği görülmektedir.

Keywords

Marka, Marka Mimarisi, Ürün, Ürün Yelpazesi, Ürün Markalaşma Stratejisi

References

  • Aaker, D. A. ve Joachimsthaler, E. (2000), Brand leadership. New York: The Free Press.
  • Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları. 1. Baskı, İdeal Kültür Yayıncılık, İstanbul.
  • Åsberg, P. E. ve Uggla, H. (2009). The brand relationship cycle: Incorporating co-branding into brand architecture, ICFAI Journal of Brand Management, 6(2), 45-53.
  • Balmer, J. M. T. (1998). Corporate identity and the advent of corporate marketing, Journal of Marketing Management, 14, 963–996.
  • Bhat, S. ve Reddy, S. K. (1998). Symbolic and functional positioning of brands, Journal of Consumer Marketing, 15(1), 32-43.
  • Brexendorf, T. O. ve Keller, K. L. (2017). Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture, European Journal of Marketing, 51(9/10), 1530-1551.
  • Campbell, R. M. J. (2002). Measuring consumers' evaluations of the functional, symbolic and experiential benefits of brands, Yayımlanmamış Doktora Tezi.
  • Chailan, C. (2009). Brand architecture and brands portfolio: A clarification, Euromed Journal of Business, 4(2), 173-184.
  • De Chernatony, L. ve Dall'Olmo Riley, F. (1998). Defining a "brand": Beyond the literature with experts' interpretations, Journal of Marketing Management, 14(5), 417-443.
  • Devlin, J. F. ve Mckechnie, S. (2008). Consumer perceptions of brand architecture in financial services, European Journal of Marketing, 42(5/6), 654-666.
  • Dooley, G. ve Bowie, D. (2005). Place brand architecture: Strategic management of the brand portfolio, Place Branding, 1(4), 402–419.
  • Douglas, S. P., Craig, C. S. ve Nijssen, E. J. (2001). Integrating branding strategy across markets: Building international brand architecture, Journal of International Marketing, 9(2), 97-114.
  • Esbjerg, L. ve Bech-Larsen, T. (2009). The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice, Journal of Retailing And Consumer Services, 16(5), 414-423.
  • Fennell, G. (1978). Consumers' perceptions of the product. Use situation, The Journal of Marketing, 38-47.
  • Freire, J. R. (2016). Managing destination brand architecture–the case of cascais municipality, Place Branding And Public Diplomacy, 12(1), 78-90.
  • Gabrielli, V. ve Baghi, I. (2016). Brand architecture shift and corporate brand equity: An exploratory study, Marketing Intelligence & Planning, 34(6), 777-794.
  • Harish, R. (2008a). The concept and origin of brand architecture: A comprehensive literature survey.
  • Harish, R. (2008b). Brand architecture and its application in strategic marketing: The example of L'Oréal, ICFAI Journal of Marketing Management, May 2008, 7 (2), 39-51. 13p. 1 Diagram, 4 Charts, 1 Graph.
  • Harish, R. (2010). Brand architecture in tourism branding: The way forward for India, Journal of Indian Business Research, 2(3), 153-165.
  • Harish, R. (2015). Brand architecture designing a framework in the Indian context.
  • Hasanbegović, D. (2011). Corporate reputation and brand architecture: The debate, South East European Journal of Economics And Business, 6(2), 37-43.
  • Hsu, L., Fournier, S. ve Srinivasan, S. (2016). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns, Journal of The Academy of Marketing Science, 44(2), 261-280.
  • Kapferer, J-N (1999). Strategic Brand Management: Creating And Sustaining Brand Equity Long Term, London: Kogan Page.
  • Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, New Jersey: Prentice-Hall.
  • Keller, K. L. (2014). Designing and implementing brand architecture strategies, Journal of Brand Management, 21(9), 702-715.
  • Laforet, S. Ve John, S. (1999). Managing brand portfolios: Why leaders do what they do, Journal of Advertising Research, 39 (January / February), 51-66.
  • Mccracken, G. D. (1990). Culture And Consumption: New approaches to the symbolic character of consumer goods and activities, bloomington. Indiana University Press. Muylle, S., Dawar, N. ve Rangarajan, D. (2012). B2B brand architecture, California Management Review, 54 (2), 58-71.
  • Muzellec, L. ve Lambkin, M. C. (2009). Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9(1), 39-54.
  • Park, C. W., Jaworski, B. J. ve Maclnnis, D. J. (1986). Strategic brand concept-image management, The Journal of Marketing, 50(4), 135-145.
  • Petromilli, M., Morrison, D. ve Million, M. (2002). Brand architecture: Building brand portfolio value, Strategy & Leadership, 30(5), 22-28.
  • Petromilli, M. ve Berman, S. (2003). Brand architecture as a strategic weapon, Handbook of Business Strategy, 4(1), 348-355.
  • Rahman, K. ve Areni, C. S. (2014). Marketing strategies for services: Is brand architecture a viable way forward?, Journal of Strategic Marketing, 22(4), 328-346.
  • Rajagopal, R. ve Sanchez, R. (2004). Conceptual analysis of brand architecture and relationships within product categories, The Journal of Brand Management, 11(3), 233-247.
  • Serota, K. B. ve Bhargava, M. (2010). Brand-usage networks: A demand side approach to brand architecture, Journal of Strategic Marketing, 18(6), 451-471.
  • Stevens, J. (1996). Applied multivariate statistics for the social sciences, (3rd edition). Mahwah, Lawrence Erlbaum: New Jersey.
  • Strebinger, A. (2004). Strategic brand concept and brand architecture strategyba proposed model, ACR North American Advances.
  • Strebinger, A. (2011). BASE-A Brand-architecture strategy explorer, International Business & Economics Research Journal (IBER), 1(11), 115-124.
  • Strebinger, A. (2014). Rethinking brand architecture: A study on industry, company-and product-level drivers of branding strategy, European Journal of Marketing, 48(9/10), 1782-1804.
  • Tabachnick, B. G. ve Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Pearson Education:Boston.
  • Talay, M. B., Townsend, J. D. ve Yeniyurt, S. (2015). Global brand architecture position and market-based performance: The moderating role of culture, Journal of International Marketing, 23(2), 55-72.
  • Uggla, H. (2006). The corporate brand association base: A conceptual model for the creation of inclusive brand architecture, European Journal of Marketing, 40(7/8), 785-802.
  • Uggla, H. ve Filipson, D. (2008). Moving beyond the brand relationship spectrum: A semiotic postmortem, The Icfai University Journal Of Brand Management, 5(4), 26-36.
  • Uncles, M. D., Cocks, M. ve Macrae, C. (1995). Brand architecture: Reconfiguring organisations for effective brand management, Journal of Brand Management, 3 (2), 81-92.
  • Uygun, M. ve Akın, E. (2012). Markaların" işlevsel, sembolik ve deneyimsel" yararlarına ilişkin tüketici değerlendirmelerinin incelenmesi, Anadolu University Journal Of Social Sciences, 12(2), 107-122.
  • Woods, W. A. (1960). Psychological dimensions of consumer decision, Journal of Marketing, 24 (January), 15-19.

A Field Study for The Relationship Between Strategic Brand Concepts and Brand Architecture Strategies from The Point of Consumer's Perspective

Year 2021, Issue: 60, 775 - 798, 25.12.2021

Zübeyir Çelik

https://doi.org/10.18070/erciyesiibd.798043
Cited By: 1

Abstract

According to the relevant literature, there are different brand architecture strategies both in number and format. It is possible to follow various brand architecture strategies with functional, experiential and symbolic concepts for various featured products. Therefore, the subject of the study is brand architecture strategies followed according to strategic brand concepts in the product range. The aime of this study is to investigate what kind of brand architecture strategies are followed according to items presenting product functionality, experiential and symbolism. Data were collected in 247 participants by questionnaire method. One-way ANOVA was used to test research hypotheses. As a result, from the consumer perspective, when the product range includes a combination of various symbolic and experiential strategic brand concepts, it is seen that the brand architecture strategy specific to the product and target audience is pursued.

Keywords

Brand Brand Architecture Strategic Brand Concepts Product Range

References

  • Aaker, D. A. ve Joachimsthaler, E. (2000), Brand leadership. New York: The Free Press.
  • Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları. 1. Baskı, İdeal Kültür Yayıncılık, İstanbul.
  • Åsberg, P. E. ve Uggla, H. (2009). The brand relationship cycle: Incorporating co-branding into brand architecture, ICFAI Journal of Brand Management, 6(2), 45-53.
  • Balmer, J. M. T. (1998). Corporate identity and the advent of corporate marketing, Journal of Marketing Management, 14, 963–996.
  • Bhat, S. ve Reddy, S. K. (1998). Symbolic and functional positioning of brands, Journal of Consumer Marketing, 15(1), 32-43.
  • Brexendorf, T. O. ve Keller, K. L. (2017). Leveraging the corporate brand: The importance of corporate brand innovativeness and brand architecture, European Journal of Marketing, 51(9/10), 1530-1551.
  • Campbell, R. M. J. (2002). Measuring consumers' evaluations of the functional, symbolic and experiential benefits of brands, Yayımlanmamış Doktora Tezi.
  • Chailan, C. (2009). Brand architecture and brands portfolio: A clarification, Euromed Journal of Business, 4(2), 173-184.
  • De Chernatony, L. ve Dall'Olmo Riley, F. (1998). Defining a "brand": Beyond the literature with experts' interpretations, Journal of Marketing Management, 14(5), 417-443.
  • Devlin, J. F. ve Mckechnie, S. (2008). Consumer perceptions of brand architecture in financial services, European Journal of Marketing, 42(5/6), 654-666.
  • Dooley, G. ve Bowie, D. (2005). Place brand architecture: Strategic management of the brand portfolio, Place Branding, 1(4), 402–419.
  • Douglas, S. P., Craig, C. S. ve Nijssen, E. J. (2001). Integrating branding strategy across markets: Building international brand architecture, Journal of International Marketing, 9(2), 97-114.
  • Esbjerg, L. ve Bech-Larsen, T. (2009). The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice, Journal of Retailing And Consumer Services, 16(5), 414-423.
  • Fennell, G. (1978). Consumers' perceptions of the product. Use situation, The Journal of Marketing, 38-47.
  • Freire, J. R. (2016). Managing destination brand architecture–the case of cascais municipality, Place Branding And Public Diplomacy, 12(1), 78-90.
  • Gabrielli, V. ve Baghi, I. (2016). Brand architecture shift and corporate brand equity: An exploratory study, Marketing Intelligence & Planning, 34(6), 777-794.
  • Harish, R. (2008a). The concept and origin of brand architecture: A comprehensive literature survey.
  • Harish, R. (2008b). Brand architecture and its application in strategic marketing: The example of L'Oréal, ICFAI Journal of Marketing Management, May 2008, 7 (2), 39-51. 13p. 1 Diagram, 4 Charts, 1 Graph.
  • Harish, R. (2010). Brand architecture in tourism branding: The way forward for India, Journal of Indian Business Research, 2(3), 153-165.
  • Harish, R. (2015). Brand architecture designing a framework in the Indian context.
  • Hasanbegović, D. (2011). Corporate reputation and brand architecture: The debate, South East European Journal of Economics And Business, 6(2), 37-43.
  • Hsu, L., Fournier, S. ve Srinivasan, S. (2016). Brand architecture strategy and firm value: How leveraging, separating, and distancing the corporate brand affects risk and returns, Journal of The Academy of Marketing Science, 44(2), 261-280.
  • Kapferer, J-N (1999). Strategic Brand Management: Creating And Sustaining Brand Equity Long Term, London: Kogan Page.
  • Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, New Jersey: Prentice-Hall.
  • Keller, K. L. (2014). Designing and implementing brand architecture strategies, Journal of Brand Management, 21(9), 702-715.
  • Laforet, S. Ve John, S. (1999). Managing brand portfolios: Why leaders do what they do, Journal of Advertising Research, 39 (January / February), 51-66.
  • Mccracken, G. D. (1990). Culture And Consumption: New approaches to the symbolic character of consumer goods and activities, bloomington. Indiana University Press. Muylle, S., Dawar, N. ve Rangarajan, D. (2012). B2B brand architecture, California Management Review, 54 (2), 58-71.
  • Muzellec, L. ve Lambkin, M. C. (2009). Corporate branding and brand architecture: A conceptual framework, Marketing Theory, 9(1), 39-54.
  • Park, C. W., Jaworski, B. J. ve Maclnnis, D. J. (1986). Strategic brand concept-image management, The Journal of Marketing, 50(4), 135-145.
  • Petromilli, M., Morrison, D. ve Million, M. (2002). Brand architecture: Building brand portfolio value, Strategy & Leadership, 30(5), 22-28.
  • Petromilli, M. ve Berman, S. (2003). Brand architecture as a strategic weapon, Handbook of Business Strategy, 4(1), 348-355.
  • Rahman, K. ve Areni, C. S. (2014). Marketing strategies for services: Is brand architecture a viable way forward?, Journal of Strategic Marketing, 22(4), 328-346.
  • Rajagopal, R. ve Sanchez, R. (2004). Conceptual analysis of brand architecture and relationships within product categories, The Journal of Brand Management, 11(3), 233-247.
  • Serota, K. B. ve Bhargava, M. (2010). Brand-usage networks: A demand side approach to brand architecture, Journal of Strategic Marketing, 18(6), 451-471.
  • Stevens, J. (1996). Applied multivariate statistics for the social sciences, (3rd edition). Mahwah, Lawrence Erlbaum: New Jersey.
  • Strebinger, A. (2004). Strategic brand concept and brand architecture strategyba proposed model, ACR North American Advances.
  • Strebinger, A. (2011). BASE-A Brand-architecture strategy explorer, International Business & Economics Research Journal (IBER), 1(11), 115-124.
  • Strebinger, A. (2014). Rethinking brand architecture: A study on industry, company-and product-level drivers of branding strategy, European Journal of Marketing, 48(9/10), 1782-1804.
  • Tabachnick, B. G. ve Fidell, L. S. (2007). Using multivariate statistics, (5th edition). Pearson Education:Boston.
  • Talay, M. B., Townsend, J. D. ve Yeniyurt, S. (2015). Global brand architecture position and market-based performance: The moderating role of culture, Journal of International Marketing, 23(2), 55-72.
  • Uggla, H. (2006). The corporate brand association base: A conceptual model for the creation of inclusive brand architecture, European Journal of Marketing, 40(7/8), 785-802.
  • Uggla, H. ve Filipson, D. (2008). Moving beyond the brand relationship spectrum: A semiotic postmortem, The Icfai University Journal Of Brand Management, 5(4), 26-36.
  • Uncles, M. D., Cocks, M. ve Macrae, C. (1995). Brand architecture: Reconfiguring organisations for effective brand management, Journal of Brand Management, 3 (2), 81-92.
  • Uygun, M. ve Akın, E. (2012). Markaların" işlevsel, sembolik ve deneyimsel" yararlarına ilişkin tüketici değerlendirmelerinin incelenmesi, Anadolu University Journal Of Social Sciences, 12(2), 107-122.
  • Woods, W. A. (1960). Psychological dimensions of consumer decision, Journal of Marketing, 24 (January), 15-19.
There are 45 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Zübeyir Çelik 0000-0003-1692-9378

Publication Date December 25, 2021
Acceptance Date September 30, 2021
Published in Issue Year 2021 Issue: 60

Cite

APA Çelik, Z. (2021). Tüketici Bakış Açısından Stratejik Marka Kavramları ve Marka Mimarisi Stratejileri Arasındaki İlişki Üzerine Bir Alan Çalışması. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(60), 775-798. https://doi.org/10.18070/erciyesiibd.798043

Cited By

INVESTIGATION OF THE EFFECT OF BUYERS' RELATIONSHIPS WITH EACH OTHER ON THEIR OPINIONS ON THE BENEFITS OF SMARTPHONES BY UCINET SOCIAL NETWORK ANALYSIS
Journal of Research in Business
https://doi.org/10.54452/jrb.1198590
 Download Cover Image

Ethical Principles and Ethical Guidelines

The Journal of Erciyes University Faculty of Economics and Administrative Sciences places great emphasis on publication ethics, which serve as a foundation for the impartial and reputable advancement of scientific knowledge. In this context, the journal adopts a publishing approach aligned with the ethical standards set by the Committee on Publication Ethics (COPE) and is committed to preventing potential malpractice. The following ethical responsibilities, established based on COPE’s principles, are expected to be upheld by all stakeholders involved in the publication process (authors, readers and researchers, publishers, reviewers, and editors).

Ethical Responsibilities of Editors
Make decisions on submissions based on the quality and originality of the work, its alignment with the journal's aims and scope, and the reviewers’ evaluations, regardless of the authors' religion, language, race, ethnicity, political views, or gender.
Respond to information requests from readers, authors, and reviewers regarding the publication and evaluation processes.
Conduct all processes without compromising ethical standards and intellectual property rights.
Support freedom of thought and protect human and animal rights.
Ensure the peer review process adheres to the principle of double-blind peer review.
Take full responsibility for accepting, rejecting, or requesting changes to a manuscript and ensure that conflicts of interest among stakeholders do not influence these decisions.
Ethical Responsibilities of Authors
Submitted works must be original. When utilizing other works, proper and complete citations and/or references must be provided.
A manuscript must not be under review by another journal simultaneously.
Individuals who have not contributed to the experimental design, implementation, data analysis, or interpretation should not be listed as authors.
If requested during the review process, datasets used in the manuscript must be provided to the editorial board.
If a significant error or mistake is discovered in the manuscript, the journal’s editorial office must be notified.
For studies requiring ethical committee approval, the relevant document must be submitted to the journal. Details regarding the ethical approval (name of the ethics committee, approval document number, and date) must be included in the manuscript.
Changes to authorship (e.g., adding or removing authors, altering the order of authors) cannot be proposed after the review process has commenced.
Ethical Responsibilities of Reviewers
Accept review assignments only in areas where they have sufficient expertise.
Agree to review manuscripts in a timely and unbiased manner.
Ensure confidentiality of the reviewed manuscript and not disclose any information about it, during or after the review process, beyond what is already published.
Refrain from using information obtained during the review process for personal or third-party benefit.
Notify the journal editor if plagiarism or other ethical violations are suspected in the manuscript.
Conduct reviews objectively and avoid conflicts of interest. If a conflict exists, the reviewer should decline the review.
Use polite and constructive language during the review process and avoid personal comments.
Publication Policy
The Journal of Erciyes University Faculty of Economics and Administrative Sciences is a free, open-access, peer-reviewed academic journal that has been in publication since 1981. The journal welcomes submissions in Turkish and English within the fields of economics, business administration, public finance, political science, public administration, and international relations.

No submission or publication fees are charged by the journal.
Every submitted manuscript undergoes a double-blind peer review process and similarity/plagiarism checks via iThenticate.
Submissions must be original and not previously published, accepted for publication, or under review elsewhere.
Articles published in the journal can be cited under the Open Access Policy and Creative Commons license, provided proper attribution is given.
The journal is published three times a year, in April, August, and December. It includes original, high-quality, and scientifically supported research articles and reviews in its listed fields. Academic studies unrelated to these disciplines or their theoretical and empirical foundations are not accepted. The journal's languages are Turkish and English.

Submissions are first subject to a preliminary review for format and content. Manuscripts not meeting the journal's standards are rejected by the editorial board. Manuscripts deemed suitable proceed to the peer review stage.

Each submission is sent to at least two expert reviewers. If both reviews are favorable, the article is approved for publication. In cases where one review is positive and the other negative, the editorial board decides based on the reviews or may send the manuscript to a third reviewer.

Articles published in the journal are open access and can be cited under the Creative Commons license, provided proper attribution is made.